Amazon Brand Registry: The Essential Guide to Protecting Your Brand on Amazon

Picture of Adam Hindle

Adam Hindle

Managing Director



Time to Read

4 Minutes

Laptop showing amazon brand registry website

In the competitive arena of Amazon’s marketplace, millions of sellers vy for the attention of its massive customer base. Maintaining the integrity and reputation of your brand is paramount if you want to stand out for the right reasons. And this is where Amazon Brand Registry steps in.

A single infringement or counterfeit product can not only erode your bottom line but can irreparably damage your brand’s reputation. 

Amazon Brand Registry offers essential tools and protections to safeguard your brand identity on the platform. Brand Registry also empowers sellers with sophisticated tools to:

  • Elevate their brand’s visibility
  • Connect with their target audience more effectively
  • Drive meaningful sales growth

In this guide, we’ll explore the unparalleled value Amazon Brand Registry offers to sellers. Read on to discover:

  • How it addresses the specific nuances of selling on Amazon
  • Why embracing it is essential for securing your brand’s legacy and fostering sustainable growth

Understanding Amazon Brand Registry

Amazon Brand Registry is a program designed to help brand owners protect their intellectual property and create an accurate and trusted experience for customers on Amazon.

By enrolling in the registry, businesses gain access to a suite of tools and features that enhance brand control and enforcement This mitigates the risks associated with counterfeiters, unauthorized sellers, and intellectual property infringements.

5 Key Benefits of Amazon Brand Registry

1. Brand Protection

The foremost advantage of enrolling in the registry is the enhanced protection it provides for your brand. By registering your brand, you gain greater control over product listings, including the ability to create detailed product descriptions, images, and storefronts.

This not only ensures a consistent brand experience for customers but also helps in distinguishing authentic products from counterfeits.

2. Intellectual Property Rights

Protecting your intellectual property (IP) is essential in the digital marketplace. Amazon Brand Registry empowers brand owners to assert and enforce their IP rights more effectively. This includes features such as proprietary text and image search tools, enabling you to identify and report potential infringements swiftly.

3. Streamlined Brand Management

For businesses that manage multiple brands or product lines, Amazon Brand Registry offers streamlined brand management solutions. With centralized control over product listings and brand assets, you can maintain brand consistency across different categories and regions, enhancing brand visibility and trust.

4. Access to Enhanced Marketing Tools

Amazon grants enrolled brands access to advanced marketing tools and features, such as A+ Content and Sponsored Brands, each playing a pivotal role in elevating a brand’s presence on the platform. A+ Content allows sellers to transform their product pages into rich multimedia experiences, featuring detailed descriptions, high-quality images, and videos.

Simultaneously, Sponsored Brands offer a powerful complement to A+ Content by increasing a brand’s visibility through targeted advertising. These ads allow sellers to feature their brand logo, a custom headline, and a selection of products, directing potential business customers to their Amazon storefront or a custom landing page.

5. Prevention of Unauthorized Sellers

Unauthorized sellers can dilute your brand’s reputation and undermine pricing strategies. Amazon Brand Registry enables you to proactively monitor and control third-party sellers, ensuring that only authorized resellers offer your products on the platform.

Graphic showing the 5 steps to enroll in Amazon brand registry

5 Steps to Enroll in Amazon Brand Registry

1. Verify Your Eligibility

To enroll in the registry, you must have a registered trademark for your brand. Ensure that your trademark meets Amazon’s eligibility criteria before proceeding with the enrollment process.

2. Create an Amazon Account

This account is your gateway to managing your brand within the Brand Registry program. It’s important to note that, ideally, you should already have at least a couple of products listed under this account before you apply for Brand Registry.

This is because Amazon requests sample brand ASINs (Amazon Standard Identification Numbers) as part of the information required for Brand Registry. These ASINs are essential; they act as a concrete example of your products on Amazon and play a pivotal role in the Brand Registry application process.

3. Submit Your Trademark Information

Through the Amazon Brand Registry portal, provide details of your registered trademark, including the registration number, jurisdiction, and owner information. Keep in mind that as a seller, you only have 3 days to complete the application.

4. Verify Your Identity

Amazon may require additional documentation to verify your identity and ownership of the registered trademark. This typically involves submitting official documents such as a government-issued ID and proof of trademark registration.

5. Complete Enrollment

Once your identity and trademark information are verified, complete the enrollment process by agreeing to Amazon’s terms and conditions. You’ll then gain access to the full suite of Brand Registry tools and features.

Next Steps

In the fiercely competitive landscape of ecommerce, protecting your brand is non-negotiable. Amazon Brand Registry serves as a vital ally in this endeavor, offering robust protections and tools to safeguard your brand identity and intellectual property on the world’s largest online marketplace.

Leveraging it can enhance brand visibility, mitigate risks, and foster trust among customers.

By enrolling in the program and taking proactive steps to manage your brand effectively, you can confidently navigate the complexities of ecommerce and elevate your brand to new heights of success.

To find out how our team can help you with your Amazon strategy, get in touch here.

Contact us

Ready to work with an agency dedicated to your Amazon success?

Kickstart your sales on Amazon today. Get in touch for a chat about your Marketing for Amazon strategy.